New research was presented at the 2012 Mobile World Congress that underlines the impact of mobile in media consumption and mCommerce. Here are some highlights:
Mobile use (excluding texting and phone calls) has surpassed TV in terms of time:
- Consumers spend 27% of their media time on mobile, compared to 22% on TV
- 39% of consumers use their mobile phones while watching TV
Mobile Commerce is experiencing rapid adoption:
- 76% of mobile consumers plan to conduct mCommerce activities in 2012
Advertising on mobile devices has led to mobile gaining tremendous popularity as a viable shopping channel, with…
- 42% of respondents indicating that mobile ads have introduced them to something new
- 23% of respondents indicating that mobile ads save time and money
- 14% of respondents indicating that mobile ads have influenced them to buy via mobile
Consumers are searching for local businesses from their smartphones, and the best way to capitalize on these searches is through a mobile-optimized web site. xAd released data on the most frequently searched local content categories in Q4 of 2011:
- Gas stations
- Home and Garden
- Law and Finance
- Health and Medical
- Beauty Salons
- Club and Bar
The study suggests strong intentionality on the part of those searching for local businesses from their mobile phones, with the majority of these searches ending with the searcher contacting the business directly.
Most Common secondary mobile actions taken by local searchers:
52% called the business
42% looked for map/directions to business
5% looked for more info about business
The study also revealed that mobile browsers are the primary access method for local-search information.
Businesses from restaurants to law and finance to beauty salons, who are seeking local customers, should optimize their mobile web sites to capitalize on traffic driven from local, mobile searches.
In its 2012 Mobile Future in Focus white paper, ComScore provides some interesting stats on QR Code usage in Dec 2011:
1 out of every 5 U.S. smartphone owners scanned a QR Code with their phone
Of those that scanned:
42% scanned product packaging
57% scanned while at home
3 out of 4 of the QR Codes scanned directed audience to product information
1 out of 4 directed audience to a mobile coupon or offer
1 out of 4 included event information
Smartphone owners are now more comfortable than ever with scanning QR Codes. With AEG’s services, you can easily generate QR Codes that link your audience to useful, mobile-optimized landing pages that you can populate with relevant content and mobile coupons or offers.
Some new numbers:
Apple sold more iOS devices last year than all of the Macs it has sold in its 28 years in operation, according to CIO Insights.
Cisco Systems reports that worldwide mobile data traffic is expected to increase eighteenfold over the next five years, reaching an annual run rate of 130 exabytes by 2016!
An exabyte is 1 quintillion bytes.
That’s 1,000,000,000,000,000,000 bytes.
According to CIO Insight, 1 quintillion bytes of mobile data traffic is the equivalent of:
33 billion DVDs …or…
4.3 quadrillion MP3 files …or…
813 quadrillion Short Message Service texts.
By 2016, total world population is projected to be 7.3 billion.
Total mobile devices projected to be in use? 10 billion.
Importantly, mobile cloud traffic (45% of mobile data traffic at present) is expected to account for 71% of mobile data traffic by 2016, increasing 28 fold!
If unsurprising, these numbers are still spectacular, and they emphasize the undeniable importance of the role mobile will play from now on. Mobile is not just an add-on anymore. It is a primary business channel.
Mobile commerce is here, and it is widespread!
Over 50% of Americans own smartphones, and the majority of those smartphone owners (79%) are using their devices to assist them while shopping.
However, there is still significant room for growth. The founder of Zaarly, Eric Koester, is predicting that the 25% of smartphone owners who don’t yet use their devices to shop, will begin to try out mCommerce in 2012 and that those who only occasionally made purchases from their smartphones last year, will become regular mobile purchasers this year.
Companies should keep in mind that mobile is not just an extension of the web but a unique channel that provides unique interactions and engagement experiences. Koester stresses usability as a key consideration for companies as their mobile strategies evolve.
AEG Media Group offers the premier development platform for companies and agencies who want to create rich, usable mobile websites that fully leverage the new mCommerce business environment.
This article from The Mobile Marketer Daily underlines the importance of mobile to agencies. Below is a brief summary:
The significant increase in brands’ mobile traffic has made it imperative for agencies to jump fully into the mobile space or risk losing relevancy.
The jump into mobile brings up new issues for agencies, including:
- location-based services
- integrating mobile with CRM programs
- creating mobile experiences for in-store, at home and on-the-go consumers.
Rachel Pasqua, executive director of mobile marketing for Organic, said that this year’s focus will be incorporating mobile into an overall digital strategy as opposed to focusing on mobile as a siloed channel.
“…this is not a trend but a fundamental shift in how we consume media…..There is a mobile component to everything your audience does, and you need to plan accordingly.” – Rachel Pasqua, executive director of mobile marketing for Organic
AEG Media Group is proud to announce the addition of D. Anthony (Tony) Melman to its Business Development team. Tony, who has an extensive background in creative and advertising, will be helping to advance the company’s mobile web engagement offerings.
To connect with Tony, you can email him: Tony@AEGMediaGroup.com